Understanding all the terms related to digital marketing and advertising can be tricky, but it is important to speak the language in the digital age. There are a lot, however, and it can be overwhelming to have to research each and every word you come across. Whether you are a online native looking to brush up on technical terms or a newbie looking to jump into the digital age, learning the jargon doesn’t have to be hard. Here are some of the top digital terms, broken down into categories:

Webpage Terms 

  • Above The Fold: Above the fold generally refers to ad placement on a web page that is viewed without scrolling either horizontally or vertically
  • Run-of-Site (ROS): A display ad placed across the entire site
  • Run-of-Channel (ROC): A display ad placed across a specific channel of a site (e.g. Sports, Entertainment, etc.)
  • Owned and Operated: Refers to a website owned and operated by the network with which it is associated 

Digital Advertising Terms

  • Ad Impression: Single instance of an online advertisement being displayed on a web page
  • Audience Targeting: The art and science of using observed, declared and predictive consumer data to create targetable audience segments across networks, platforms and devices
  • View Through: An action, other than a click, taken after viewing an online ad
  • Rich Media: Ads containing interactive elements, like corner peels, videos, and sliding billboards
  • Re-messaging: Targeting ad impressions to users based on their recent online activity (sites visited, ads viewed, etc.)

Metrics Terms

  • KPI: Key Performance Indicators, also known as Key Success Indicators (KSI), help an organization define and measure progress toward goals
  • Conversion: A user who completes a desired action as agreed upon by the advertiser. Examples include page views, purchases, directions, test drives, requesting more information, “contact us” views, etc.
  • Reach: The number of different persons or homes exposed to an ad at least once
  • Impression: A measurement of the number of times an ad has been served or displayed
  • Lift: Defined as the percentage increase in the primary marketing objective of a brand advertising campaign
  • Click Through: Process of clicking on an online ad to another destination on the web

Now that you know the terms, it is time to use the digital resources they speak to . Contact the digital experts at MassLive Media today to learn more about how to integrate digital tactics for your marketing and advertising needs.